1. Door-to-Door Library Card Signup Campaigns
John Chrastka, EveryLibrary
Jared Oates, Niche Academy
Housekeeping:
Everyone is muted
Questions as we go in the questions box
Presented by the Mississippi Library Commission - June 13, 2017

2. First Nationwide PAC for Libraries Set up as a c4 rather than a c3
63 Campaigns to date and 46 wins
$210+ million in stable tax funding
Pro Bono for Libraries
John *

3. Negotiation and Lobbying Support for funding
Over 100 trainings - from individual libraries to state assoc and agencies
#votelibraries 2016
The Political Librarian
“Save IMLS for Mississippi Libraries” at SaveMSimls.org
John *

4. Invested in the future of libraries.
Software company that makes online training for library staff and patrons.
Invested in the future of libraries.
Jared

5. Outside The Lines 2017 getoutsidethelines.org #GetOTL
270 libraries worldwide
The goals of OTL are to help...
People understand that libraries are changing into dynamic center for engagement designed to help them be their best selves
Libraries understand how to market themselves, finding new and exciting ways to get the word out about the 21st century library
Libraries work together to demonstrate the creativity and innovation happening in local libraries

6. What we know from library campaigns and voter engagement
Why Go Door-to-Door?
What we know from library campaigns and voter engagement
John
Building voter support for libraries

7. Library Use Does Not Matter
A voter’s willingness to support increased library funding is not driven, or limited, by library use.
- OCLC "From Awareness to Funding" p. 7-2
@everylibrary

8. Library as Transformative Force
[T]he library is not perceived as just a provider of practical answers and information; the most committed supporters hold the belief that the library is a transformational force.
- OCLC "From Awareness to Funding" p. 7-4

9. Attitude - Not Demographics
The factors that determine residents’ willingness to increase their taxes to support their local library are their perceptions and attitudes about the library and the librarian.
- OCLC "From Awareness to Funding" p. 7-3

10. Attitude - Not Demographics
They recognize the value of a ‘passionate librarian’ as a true advocate for lifelong learning.
@everylibrary

11. What Activates Voters From the political sciences:
Weather, personal motivation, trust in government and the political process…
Are they a voter or do they sometimes vote?
Meeting the candidate or their representative*
From development and fundraising professionals:
Easy to use tools, is there an identified need, does the institution have a good reputation, and have they made a pledge
Prior success as an advocate (level up)?
Do they have an experience of the issue or its impact*

12. This Guy
Personal Contact with the candidate, their representative (campaign worker) or the ‘issue itself’ is the biggest motivator for action…..

13. Walk Your Precinct
If the knock on the door and the chance to meet the candidate is the most important way to motivate a voter….
And if the librarians and staff are the candidate….
@everylibrary

14. It is Time to Get Out and Walk
How to get started at your own library

15. Quick Start Guide Choose Your Approach
Identify your ‘Big Thing’
Get your data ready
Build your walklists
Make up a few flyers
6. Write a short script 7. Plan for Safety 8. Publicize your event 9. Training and timeline 10. Start walking!
@everylibrary

16. More than taking notes….
Niche Academy & EveryLibrary have created an online tutorial at:
It’s free and shareable with staff and library leadership.
It covers the material from this webinar, but also provides complete step-by- step video instruction for technical aspects like:
Creating prospective patron lists with Excel
Creating flyers with Canva

18. Choose Your Approach Walking a neighborhood Tabling and Events
Special or Unusual Places
KRL Ferry Story:
@everylibrary

19. Identify Your “Big Thing”
Newsworthy or of Note
Just Happened….
Near Future….
Partnerships or New Access
Schools
Funders
@everylibrary

20. Get Your Data Ready Current Card Holders Potential Card Holders
De-dupe the Lists
Focus energy and time on ‘new opportunities’
@everylibrary

21. Criteria -
Access to the library
Haven’t noticed us
Leverage

22. Get Your Data Ready - Niche Academy
Detailed Training Guide Resources:
Find Potential Patrons with AtoZ Databases
Find Potential Patrons with ReferenceUSA
Filter Out Current Patrons with Excel - Part 1
Filter Out Current Patrons with Excel - Part 2

24. Build Your Walk Lists
“Turf cutting” tool like NationBuilder or “voter gravity”
Mapping houses from the excel spreadsheet on Google or mapcustomizer.com
Print out sections of the map and highlighting the households that they are responsible for targeting and giving them to volunteers
Detailed information on Niche Academy “Find the Best Locations and Routes”

26. Make Flyers and Outreach Materials
Likely people that you’ll meet….
Families with kids
Seniors
High school/college students
Regular stuff about the library….
Hours, location, website, phone, etc
Info about ballot measures or budget issues
Your “Big Thing”
@everylibrary

27. Communication Staff Packets Include:
· 2015 Library Card Sign Up Month Bookmark
· The Most Valuable Card in Your Wallet Brochure
· Fiscal Year 2014/15 Annual Report
· Magnet with Library Hours
· CLPL Pen
Circulation Staff Packets:
· 20 Library Card Applications in English
· 10 Library Card Applications in Spanish
FAQ Sheet
· 20 Library Cards and marker
· 20 Business cards

28. Make Flyers and Outreach Materials
Niche Academy Module: “Design Flyers with Canva”
To apply for a free Canva subscription
click the “Go To Nonprofit Subscription” –
nonprofit-program/apply-for-nonprofit

30. Write a Short Script @everylibrary The script should include:
– An introduction
– The staff person or volunteer’s name
– The reason for the visit
– A question asking if the potential patron wants to participate or more information
– Anything else you or the library thinks is important
Write a few different scripts, and let staff and volunteers contribute to the process.
The script is simple- “Hi, I am John and I work at your library. We’re visiting everyone on your block today as part of Library Card Sign-up Month to see if they need a library card. Do you have a library card? No…? Can I sign you up for one right now? It takes about one minute and we’ll mail it out to you next week.” The script starts a conversation….
@everylibrary

31. Plan for Safety Niche Academy module: “Plan for Safety”
From the planning phase through to check-in every evening after a shift, it’s very important for your volunteers and staff - as well as the organization itself - to build a safety plan for any “outside” library card event.
Designate a staffer at the library as the point of contact whenever there are people out walking or tabling. Always travel in teams. Before people leave each time, discuss what happens in an uncomfortable or emergency situation. Tell each team “In an emergency, dial 911 first. Then dial [contact person] at the library.” Notify police about the canvas dates and locations. Remind the police about the dates and locations, too.
Have your canvassers wear an easy to identify t-shirt, lanyard or the like. Or call a library tote bag. Always work in pairs and don’t do opposite sides of the street; leapfrog homes when comfortable. Don’t go into homes, don’t accept food/beverages. Make sure your staff and volunteers know that they can - and should - skip places you feel uncomfortable with and that they have permission to walk away from bad conversations. Set up a “Check out procedure” for each team at the end of their shift with the designated contact person at the library.

33. Publicize Your Event @everylibrary
@everylibrary

34. Training and Timeline July @everylibrary
Start evaluation and discussion about which neighborhoods to canvas
Review library card policies and recommend changes
Recruit local Library Card Sign up Month Spokesperson
Design new Library Card Sign Up Month materials
Recruit local partner organizations and business locations for the project
@everylibrary

35. Training and Timeline August @everylibrary
Run a ‘neighborhood evaluation exercise’ with your board to finalize neighborhoods
Recruit staff and volunteers
Created door-to-door schedule
Created packets for canvassers
Contact media for ‘ride along’
@everylibrary

36. Timeline - Start Walking!
September
Review safety protocols with staff and volunteers
Began door-to-door canvassing or tabling
Take pictures and capture stories
Live tweets and social media posts

38. Reporting and Feedback
How to measure the ROI in a reasonable way

39. Measurement and Reporting
Conversations– 106
Doors knocked – 180
Leave behinds – 74
Cards made - 36

40. Measurement and Reporting
Conversations– 47
Cards made - 16
Contact Time hours

41. Enter them in the “Chat” box
Questions?
Enter them in the “Chat” box

42. Canvassing Tips & Tricks
Pro Tips
Canvassing Tips & Tricks

43. Pro Tips: Be Smart - Use data and maps to drive your activity
Be Friendly - Smiles and eye contact
Be Comfortable - Train your volunteers and staff
Be Official - Wear a nametag or an official shirt
Be Prepared - Dress for the weather
Be Safe - Know what happens when
@everylibrary

44. For Niche Customers….
This tutorial is available to add to your own staff training academy.
Invite staff to go through the tutorial, take the quiz.
You can keep track of who’s been through it….

45. Wrap Up, Resources and Questions
EveryLibrary’s “Library Card Signups” training videos are available free of charge at -
Get the PDF guide to “Door to Door Library Cards Signups” at

46. #GetOTL Yourself
Sign up to participate at getoutsidethelines.org and do one event or campaign during the week of
Sept , 2017
Gets people thinking – and talking – about libraries in a different way.
Showcases the library out in the community as well as in the library.
Highlights how your library is relevant to people’s lives.
Represents your local community.
Is active versus passive – gets people engaged.
Is extraordinary and unexpected.
Most importantly, is fun!

47. Add them to the “Chat” box
Questions?
Add them to the “Chat” box

48.
John

49. NicheAcademy.com

50. Thanks to the Mississippi Library Commission for supporting this webinar.
John Chrastka
Jared Oates –